Abstract:

The impact of AI on the future of the market research industry is a topic that is currently generating a lot of discussion, excitement and fear. The implications of AI for our industry are varied and cover a wide range of potential areas of application: there are possible efficiencies through the use of AI to streamline survey design, simplify data-related tasks like coding and data processing, as well as opportunities to enrich storytelling from data findings. There are even talks of potentially replacing traditional fieldwork entirely with AI. When it comes to data quality within market research, machine learning (ML) and AI models have proven quite effective to detect and combat fraudulent activities, even if implementing the necessary algorithms and training the ML models is a complex and resource-intensive process.